BKT, the Indian tire manufacturer, has extended its title sponsorship of French soccer's second-tier Ligue 2 for another four seasons.
The renewal, announced yesterday (June 14), will run until the end of the 2027-28 campaign.
The company first put its name to the league in 2020-21 having succeeded Domino’s, the pizza delivery chain.
BKT initially signed a four-year agreement with the LFP governing body and league organizer that was due to run through 2023-24.
The Bombay-based group will continue to activate the sponsorship through “innovative actions” during Ligue 2 pre-matches and at half-time in all 18 stadiums, in which BKT will have visibility.
BKT will also sponsor digital content, such as the ‘BKT action of the month’, and a corporate social responsibility program.
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Uber Eats, the food ordering and delivery app, is the title sponsor of the top-tier Ligue 1 under a deal running through 2023-24.
Benjamin Morel, managing director of LFP Media, said: “For three seasons now, BKT has supported Ligue 2 with talent and the wonderful work between our teams has contributed to the ever-increasing attractiveness of our championship.
“We are delighted with the trust that BKT has in us and look forward to continuing our collaboration and continuing to promote Ligue 2 in the heart of our territories.”
Lucia Salmaso, managing director of BKT Europe, added: “Over the years, we have worked extensively with clubs, organizing many activities that have made supporters feel at home. This partnership allows us to reach fans and share our values with them.”